Create freely. Legally.

Insights

On the creative process in a new AI era. The possibilities, the boundaries and the rules of play, for anyone building a brand.

Law & safety
Ready for the transparency rules in an afternoon
No law requires prompt logs for creative content. The AI Act's documentation and logging duties apply to high-risk systems, not image generation. The law judges the published final image, never the process behind it. What is actually needed is evidence about the outcome and responsibility in the contract.
4 min
Law & safety
The world may lie — the product may not
The single most important rule for AI-generated advertising is older than AI. The picture of the product must be true. Everything around it — the environment, the light, the drama — is allowed to be as fantastical as you like. That split is the whole secret.
4 min
Law & safety
The rules that clean up the market
In spring 2024 the King of Sweden promoted an investment platform — except he never did. The wave of deepfake ads is the AI era's dark side. For serious brands the new rules are not an obstacle. They are a cleanup.
4 min
Law & safety
The four-square makes campaign decisions easy
Two questions cover ninety-five percent of every AI content decision in marketing. Are you showing something that exists for real? Do you have the rights? The answers give you four squares and a map the whole team can read.
4 min
Law & safety
Must AI images be labelled? Here's where the line runs
Since 2 August 2026, the EU's transparency rules for AI content have applied — and rumour has it that everything must now be stamped as AI-generated. It doesn't. The line is simpler than the rumour, and it is good news for anyone building their own.
5 min

Insights

Ready for the transparency rules in an afternoon

The world may lie — the product may not

The rules that clean up the market

The four-square makes campaign decisions easy

Must AI images be labelled? Here's where the line runs